Introduction to Social Computing

Irwin King

ATT Labs, Research & Department of Computer Science and Engineering The Chinese University of Hong Kong

[email protected] http://www.cse.cuhk.edu.hk/~king

©2010 Irwin King. All rights reserved. Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Interdependence is and ought to be as much the ideal of man as self- sufﬁciency.

Man is a social being.

Mahatma Gandhi

Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia A Brief History of the World

Time Magazine Birth of Internet IBM Desktop PC Apple Macintosh Birth of XML Person of the Year 1750 1945 1969 1975 1981 1983 1984 1989 1996 2004 2006

Industrial Information Internet WWW Attention Revolution Age Age Age Age

The MITS Altair Time Magazine ENIAC Birth of WWW Birth of Web 2.0 Apple II Person of the Year

Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Social Networking

Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Billionaires’ Shufﬂe

William Gates Warren Buffett 2008 2007

Warren Buffett Carlos Slim Helu & family Mark Zuckerberg

Facebook in 2004.02

2008

Carlos Slim Helu & family at 23 and $1.5 billion later... William Gates Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Top 10 Most Populated Countries

as of July 2009

1,500

1,250

1,000 Millions

750 1,335 1,177 500

250 141 127 308 231 192 168 162 154 Japan Bangladesh Nigeria Russia Brazil Pakistan United States Indonesia China India

Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Top 10 Most Populated Countries

as of February 2010

1,500

1,250

1,000 Millions

750 1,335 1,177 500

250 400 308 231 192 168 162 154 141 127 Japan Bangladesh Nigeria Russia Indonesia Brazil Pakistan FacebookUnited States China India

Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Facebook’s Global Audience

Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Facebook’s Growth Stats

Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Global Internet Trafﬁc

Alexa as of China USA Japan India Brazil Global May 2009

1 Baidu Google Yahoo.jp Google.in Google Google

2 QQ Yahoo FC2 Google Orkut.br Yahoo

3 Sina Facebook Google.jp Yahoo Windows YouTube Live 4 Google.cn YouTube YouTube Orkut.in Universo Facebook Online 5 Taobao Myspace Rakuten YouTube YouTube Windows Live 6 163 MSN Livedoor Blogger Globo MSN

7 Google Windows Ameblo.jp Rediff MSN Wikipedia Live 8 Sohu Wikipedia mixi Facebook Google Blogger

9 Youku Craigslist Wikipedia Wikipedia Yahoo Baidu

10 Yahoo EBay Google Windows Terra Myspace Live Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Global Internet Trafﬁc

Alexa as of China USA Japan India Brazil Global Oct 2010

1 Baidu Google Yahoo.jp Google.in Google.br Google

2 QQ Facebook Google.jp Google Google Facebook

3 Taobao Yahoo! FC2 Facebook Orkut.br YouTube

4 Sina YouTube YouTube Yahoo! YouTube Yahoo

5 Google HK Amazon Ameblo.jp YouTube Universo Windows Online Live 6 163 Wikipedia Rakuten Blogger Windows Baidu Live 7 Sohu Twitter Google Orkut.in Globo Wikipedia

8 Google eBay Livedoor Wikipedia Blogger Blogger

9 Soso Craigslist Wikipedia Twitter Yahoo! Twitter

10 Youku Blogger mixi Rediff Terra QQ

Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia EU Commission on Social Computing

［Ala-Mutka et al. 2009］

Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia EU Commission on Social Computing

［Ala-Mutka et al. 2009］ Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Topics in Social Computing • Social Behavior Analysis and • QA/Sentiment Analysis/ Modeling Opinion Mining • Social Media • Human Computation/ Crowdsourcing • Social Network Theory and Models • Risk, Trust, Security, and Privacy • Link Analysis/Graph Mining/ Large Graph Algorithms • Monetization of Social Computing • Learning to Rank • Software Tools and • Recommender Systems/ Applications Collaborative Filtering/Query Suggestion • and many, many more... Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Web 2.0

• Web as a medium vs. Web as a platform • Read-Only Web vs. Read-and-Write Web • Static vs. Dynamic • Restrictive vs. Freedom & Empowerment • Technology-centric vs. User-centric • Limited vs. Rich User Experience • Individualistic vs. Group/Collective Behavior • Consumer vs. Producer • Transactional vs. Relational • Top-down vs. Bottom-up • People-to-Machine vs. People-to-People • Search & browse vs. Publish & Subscribe • Closed application vs. Service-oriented Services • Functionality vs. Utility • IntroductionData vs. Value to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia The Brave New Words 維基 avatar 博客 tag cloud unfriend 推特 tweet blogsphere

twitterati defriend sexting hashtags Folksonomy Twisdom 頭像 Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Social Analytics/Informatics

Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Politics

Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Commerce

• Social marketing • Who are the brokers? • Who can exert the most inﬂuence on buying/selling? • How much should one advertise?

Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Public Health • People’s behavior can be monitored • What is on people’s mind translates to search queries • Google predicts ﬂu trends...

Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Twitter Pop Culture • Twisdom: Twitter Wisdom • A Philosopher Ponders Life in 140 Characters or Less • “I don’t know the key to success, but the key to failure is trying to please everybody.” Bill Cosby Do what you know in your soul is right! • It is a miserable state of mind to have few things to desire, and many things to fear. – Francis Bacon • The Longest Poem In the World-the awesome twitter poem! 956,644 verses this morning and ~4,000 a day!

Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia The YouTube Generation

Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia The Age of FaceBook

Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Social Networking Sites • Example of Social Networking Sites: FaceBook, MySpace, Blogger, QQ, etc.

Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Social Search

• Social Search Engine • Leveraging your social networks for searching

Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Social Media

Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Social Bookmarking

Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Social News/Mash Up

Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia On-line Games and Virtual Communities

Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Social Entertainment

Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Social Recommendations

Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Social Knowledge Sharing

Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Social/Human Computation

Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Human Computation

Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Games With A Purpose (GWAP)

• ESP • Image tagging • Tag a Tune • Song tagging • Verbosity • Database of common knowledge description • Squigl • Image segmentation • Matchin • Image search by aesthetic value • FlipIt • Finding similar image pairs • PopVideo Video tagging Introduction to Social Computing, Irwin King, 2010 EII PhD School:• Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Crowdsourcing

Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Foldit: Protein Folding Game

[Cooper et al, Nature 466, 756-760 (5 August 2010)] Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Social Location-based Services

Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Web 2.0 Revolution

• Glocalization-think globally and act locally! • Weblication-Web is the application! • Three C’s Connectivity Collaboration Communities

Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Social Relations

presence crew identity binary teams populations social role squad cardinal reputation organizations expertise integer cohorts trust markets ownership real communities accountability partners groups knowledge Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Social Computing

social network ranking tagging services collaborative Algorithms filtering wikis Regression NLP social blogs marketing Collective Intelligence human emails Social Intelligent computation instant Behavior Computation opinion messaging mining/ Model Selection sentiment Clustering mobile Theory analysis devices Classification query logs social large graph analysis bookmarking security & privacy algorithms Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Definition of Social Computing [wiki]

• Any Computer-mediated communication and interaction • In the weaker sense: supporting any sort of social behavior • blogs, email, instant messaging, wiki, social network services, social bookmarking • In the stronger sense: supporting “computations” that are carried out by a group of people • collaborative ﬁltering, online auctions, prediction markets, reputation systems, tagging, veriﬁcation games

Machine Learning • Smooth Optimization for Effective Multiple Kernel Learning (AAAI’10) • Online Learning for Multi-Task Feature Selection (CIKM’10) • Simple and Efﬁcient Multiple Kernel Learning By Group Lasso (ICML’10) • Online Learning for Group Lasso (ICML’10) • Heavy-Tailed Symmetric Stochastic Neighbor Embedding (NIPS’09) • Adaptive Regularization for Transductive Support Vector Machine (NIPS’09) • Direct Zero-norm Optimization for Feature Selection (ICDM’08) • Semi-supervised Learning from General Unlabeled Data (ICDM’08) • Learning with Consistency between Inductive Functions and Kernels (NIPS’08) • An Extended Level Method for Efﬁcient Multiple Kernel Learning (NIPS’08) • Semi-supervised Text Categorization by Active Search (CIKM’08) • Transductive Support Vector Machine (NIPS’07) • Global and local learning (ICML’04, JMLR’04) Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia On-Going Research

Web Intelligence/Information Retrieval • Routing Questions to Appropriate Answerers in Community Question Answering Services (CIKM’10) • Diversifying Query Suggestion Results (AAAI’10) • A Generalized Co-HITS Algorithm and Its Application to Bipartite Graphs (KDD’09) • Entropy-biased Models for Query Representation on the Click Graph (SIGIR’09) • Effective Latent Space Graph-based Re-ranking Model with Global Consistency (WSDM’09) • Formal Models for Expert Finding on DBLP Bibliography Data (ICDM’08) • Learning Latent Semantic Relations from Query Logs for Query Suggestion (CIKM’08) • RATE: a Review of Reviewers in a Manuscript Review Process (WI’08) • MatchSim: link-based web page similarity measurements (WI’07) • Diffusion rank: Ranking web pages based on heat diffusion equations (SIGIR’07) • Web text classiﬁcation (WWW’07) Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia On-Going Research

Recommender Systems/Collaborative Filtering • Recommender Systems with Social Regularization (WSDM’11) • CMAP: Effective Fusion of Quality and Relevance for Multi-criteria Recommendation (WSDM’11) • UserRec: A User Recommendation Framework in Social Tagging Systems (AAAI’10) • Learning to Recommend with Social Trust Ensemble (SIGIR’09) • Semi-Nonnegative Matrix Factorization with Global Statistical Consistency in Collaborative Filtering (CIKM’09) • Recommender system: accurate recommendation based on sparse matrix (SIGIR’07) • SoRec: Social Recommendation Using Probabilistic Matrix Factorization (CIKM’08) Human Computation • Collection of User Judgments on Spoken Dialog System with Crowdsourcing (SLT’10) • A Survey of Human Computation Systems (SCA’09) • Mathematical Modeling of Social Games (SIAG’09) • An Analytical Study of Puzzle Selection Strategies for the ESP Game (WI’08) • An Analytical Approach to Optimizing The Utility of ESP Games (WI’08) Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia Emerging Issues

• Theory and models • Search, mining, and ranking of existing information, e.g., spatial (relations) and temporal (time) domains • Dealing with partial and incomplete information, e.g., collaborative ﬁltering, ranking, tagging, etc. • Scalability and algorithmic issues • Security, privacy, trust, and risk issues • Monetization of social interactions • Service-based software platforms and development tools Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia WSDM2011

Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia VeriGuide • Similarity text detection system • Developed at CUHK • Promote and uphold academic honesty, integrity, and quality • Support English, Traditional and Simpliﬁed Chinese • Handle .doc, .txt, .pdf, .html, etc. ﬁle formats • Generate detailed originality report including readability

Introduction to Social Computing, Irwin King, 2010 EII PhD School: Cloud Computing, Service Computing & Social Networks, November 23-27, 2010, Brisbane, Australia